Module Descriptor

Module Details

Module Title Digital Campaign Planning and Content Management

Module Code MAR6014-B

Academic Year 2021/2

Credits 20

School School of Management

FHEQ Level FHEQ Level 6

Contact Hours

Type Hours

Lectures 24

Tutorials 12

Directed Study 162

Availability

Occurrence Location / Period

BDA University of Bradford / Semester 1

Module Aims

This module aims to encourage students to create integrated inbound marketing campaigns with digital
marketing at the heart for maximising campaign reach, interaction, response and return on investments (ROI).
This module also aims to encourage students to be able to evaluate the various digital marketing channels
available to organisations, as well as formulate a digital marketing strategy.

Outline Syllabus

- Introduction to digital marketing.

- Digital customers and models
- Designing digital experiences
- Traffic building
- Customer lifecycle communications and CRM
- Managing Digital Marketing
- Creating outstanding, engaging, and shareable content
- Digital marketing Plan
- Review and select the right types of media for digital marketing campaign
- Evaluate digital marketing campaign return on investments (ROI) using analytics and research
 Learning, Teaching and Assessment Strategy

Lectures and assigned readings are used to disseminate materials exploring theory, concepts and techniques in
Digital Campaign Planning and Content Management, and guest lecturers from industry will share their
professional experience and knowledge. The module addresses ESD through content on ethics and CSR.

In tutorials you will work in groups, analyse campaigns and case studies preparing and presenting solutions to
communication challenges. All Learning Outcomes are supported by lectures, tutorials and associated reading.

LOs 1, 2, and 3 are summatively assessed by an individual assignment based on designing and planning an
integrated communications strategy.

LO 3 is formatively assessed within tutorial activities. Oral formative feedback is given during tutorials and
written summative feedback of the group assignment is provided after the assessment period.

Mode of Assessment

Type Method Description Weighting

Individual assignment based on a given scenario and an organisation

Summative Coursework 100%
of choice (3000 words)

Formative Presentation Individual digital presentation on coursework plan N/A

Reading List

To access the reading list for this module, please visit https://bradford.rl.talis.com/index.html

Please note:
This module descriptor has been published in advance of the academic year to which it applies. Every effort has
been made to ensure that the information is accurate at the time of publication, but minor changes may occur
given the interval between publishing and commencement of teaching. Upon commencement of the module,
students will receive a handbook with further detail about the module and any changes will be discussed and/or
communicated at this point.

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